塞恩斯伯里（Sainsbury）的组织最初是在1869年建立起来的，目前它正在800多家商店中经营，其中包括600家超市和便利商店（400家）。目前该公司正在与劳埃德银行集团合作。该组织还包括与土地安全组织和英国土地公司有关的各种企业。 Sainsbury的品牌基于在英国提供的食品，不仅美味，而且非常安全和健康。 Sainsbury的商店以负责任的方式跟踪所有的方法，这使得他们保持良好的质量和成本效益的撬棍（Hart＆Johnson，2009）。这些商店还有一个潜在的卖点，那就是全面销售新鲜的食品，并且根据顾客的需求在公司内部不断努力改进生产线（Deshpande et al。，2009）。这些商店现在能够服务更多的客户超过1900万英国，并在市场上占有超过百分之十六的份额。该公司还增加了几个失业人员的工作。
The main aim of this report is to develop a marketing plan for Sainsbury, UK to enter a new market China. The report consists of several theories and issues that are practically required for marketing plan development. This report also provides examination of the market of Sainsbury and its application is known through the models of theories.
In order to develop a successful market plan, this report focuses on situation analysis, marketing objectives, strategy of marketing and the plan for implementation with regard to Sainsbury UK entering the market of China which is a completely new environment.
Background of Sainsbury
The organization of Sainsbury was initially established in the year 1869 and currently it is operating with more than 800 stores inclusive of 600 supermarkets and stores for convenience (400). Currently the company is working by collaborating itself with the banking group of Lloyds. The organization also consists of various ventures that are joints along with the group Plc of land security and the company of British land Plc. The brand of Sainsbury has been developed base on the provision of customers in UK to have food which is not only tasty but also very secure and healthy for the people. The stores of Sainsbury have followed all the approaches in a responsible way which has lead them to maintain good quality along with cost efficient pries (Hart & Johnson, 2009). The stores also have a potential focus on selling food which is completely fresh and there is a continuous strive in the company for improving the line products in accordance to the needs of the customers (Deshpande et al., 2009). These stores now are capable of serving more customers than 19 million across the UK and have a share in the market which is over 16 percent. The company also enhances jobs for several unemployed people.